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ORLANDO, FLA.—BlackBerry will make parts of its popular Messenger service available for free download starting this summer to Android and Apple users, with plans to roll out “fully featured” voice and screen-sharing capabilities across multiple platforms later in the year, the company said at its annual BlackBerry Live conference here Tuesday.

CEO Thorsten Heins said the popular service, now exclusive to BlackBerry users, is ready to branch out as a free-standing app accessible on iPhones, iPads and other devices, including Samsung handsets that use Google’s open-source Android platform.

“We have a unique asset and we want to let BBM flourish,” Heins said. “It’s time to bring BBM to a greater audience, no matter what mobile device they carry.” He called the move a vote of confidence in BBM, suggesting that wide exposure to its pioneering features will win over customers using other messaging options across various mobile platforms.

Heins said BlackBerry support is planned for iOS6 and Android 4.0 (Ice Cream Sandwich) or higher. BBM customers would be able to broaden their connections to competing operating systems, subject to approval by the Apple App Store and Google Play.

“The time is definitely right for BBM to become a multi-platform mobile service,” said BlackBerry software vice president Andrew Bocking. “BBM has always been one of the most engaging services for BlackBerry customers, enabling them to easily connect while maintaining a valued level of personal privacy. We’re excited to offer iOS and Android users the possibility to join the BBM community.”

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Initially, iOS and Android users will be able to access BBM chats, share photos and voice notes and engage in BBM groups of up to 30 people. Heins did not offer a more specific timetable for the addition of more features for other platforms, but said messaging and groups functions will be available first.

TD Securities analyst Scott Penner said views on the move will be polarized “given that monetization is not the immediate focus, and it arguably weakens the hardware franchise,” since some consumers may not choose a BlackBerry device now that BBM is available elsewhere. BlackBerry shares closed down nearly 4 per cent in Nasdaq trading at $15.25 (U.S.) and continued to slide after hours.

“Having the franchise penned in was a problem so BlackBerry was in a tough spot,” Penner said in an email. “Monetization is obviously a secondary consideration to growing the base,” he added, noting that the risk is that fewer BlackBerry devices will be sold before BlackBerry is able to introduce chargeable features.

An alternative to text messaging that’s embraced by business and by young users in developed and emerging markets, BBM’s messaging and video-calling service has been a distinctive feature of the Waterloo, Ont.-based company’s smartphones for years. The service offers control and privacy since it has been available only to BlackBerry customers.

But BBM is facing burgeoning competition from new, multi-platform offerings including WeChat, Viber and WhatsApp — the latter a low-cost text, image and video messaging app launched in 2009 which now has more than 200 million users. BBM has a stable customer base of 60 million active monthly customers even as the company’s global market share continues to shrink.

Analysts said BlackBerry’s BBM move is a late response to competition as is an update called Channels also announced at the start of the three-day conference. A platform with social engagement elements similar to those on Twitter and Facebook, BBM will allow customers to connect with businesses, brands, celebrities and groups. Users can “follow” them to receive news and status updates and then comment, or indicate “like.”

As was largely expected, Heins also unveiled a demo version of a mid-market handset during his conference keynote. He said the new Q5 device, the third phone running on BlackBerry’s new BB10 operating software, will combine a QWERTY keyboard with a 3.1 inch touchscreen and will be available in red, white, pink and black.

It will launch starting in July in emerging markets in Asia, Africa, the Middle East, Latin America and parts of Europe. The device will complement the higher priced, all touch Z10 that debuted at the start of the year and the Q10 keyboard device launched in the U.K. and Canada this month and set to debut in the U.S. in early June. BlackBerry called the Q5, a “new youthful and fun smartphone for selected markets” but did not disclose pricing.

BlackBerry also said it has updated its Z10 software to support new features including personalized notifications and click to call, with the rollout to U.S. carriers slated for late May. As well, it unveiled an update for its BlackBerry Enterprise Service to BB10.1 software and said BlackBerry World now has 120,000 apps. Heins did not offer sales numbers for the Q10 and Z10, deferring to the company’s late June earnings report and sidestepped a reporter’s question on whether the poor-selling BlackBerry PlayBook tablet will receive the BB10 software update.

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